In this episode of Inside the Creator Economy, we're joined by Vendela Grahn, Head of Brand at Redhead Snacks, for a conversation that challenges how brands think about social media, creativity and cultural relevance.

Redhead may be a snack brand, but it operates just as much like a content company. And behind its distinctive approach is a team that doesn't just follow internet culture. They're part of it.

Vendela shares how growing up in fandoms and online communities shaped her approach to marketing, why understanding a platform's language goes far beyond following trends, and why some of the most valuable creative talent might never have studied marketing at all.

We also explore how Redhead is building an identity beyond its famous founder, Mauri Hermundsson, why brands aren't always welcome in online conversations, and what happened when a team that's deeply skeptical of AI decided to experiment with AI-generated content.

From hiring fangirls to questioning traditional content calendars, this episode offers a different perspective on what it really takes to build a brand that belongs in internet culture.

We also get into:

• Why Redhead treats its chips as props, not the main event
• How Mauri went from every TikTok to every fifth
• Why HBO is hiring fan editors
• How trends travel from X to TikTok, Reels and Facebook
• Why Redhead ditched rigid content calendars for daily trend check-ins

What happens when the things that once gave your brand a competitive edge become available to everyone?

In this episode, we sit down with Victor Halvarsson, founder and CEO of VANBRUUN, to explore how a digital-first jewellery brand evolved into something much harder to replicate - a modern luxury experience built around taste, hospitality and human connection.

VANBRUUN started by selling engagement rings online, competing on price and efficiency. Thirteen years later, the thinking has shifted. As AI makes content, technology and digital experiences easier to copy, the brand is doubling down on the things that don't scale: the physical spaces, the smallest details, the feeling you get when you walk through the door.

We get into what that looks like in practice - from building desirability without a hundred years of heritage, to why the hardest things to scale might become the biggest competitive advantage.

We also explore:

• Why competing on price and efficiency wasn't enough to build the brand Victor wanted
• What hospitality can teach us about modern brand building
• Where VANBRUUN uses AI, and where it deliberately doesn't
• Why the things that are hardest to scale might become the biggest competitive advantage

What if the biggest creator marketing shifts of 2027 have very little to do with the next platform, format or viral trend?

In this episode, Sanna Ödmark and Frida Ekholm look beyond the usual trend predictions to unpack the bigger changes reshaping creator marketing - and marketing itself.

Creator marketing is moving closer to the core of how brands build relevance, creativity and growth. At the same time, AI is making content faster and cheaper to produce, raising the bar for what actually earns attention. And as social platforms become more participatory again, the role of creators is evolving far beyond simply producing and distributing content.

We get into what these shifts mean in practice: from why creator marketing might start to disappear as a separate channel, to bringing creator expertise further upstream, building creative frameworks that work at scale, and understanding why more content doesn't necessarily mean more impact.

We also explore:

• Why creator marketing is becoming increasingly integrated into marketing itself
• What “creator-first” actually means, and why it doesn't mean handing creators the strategy
• Why AI makes human judgment, creativity and distinctiveness more valuable
• How brands can balance creative freedom with strategic direction
• Why social is becoming social again, and what the shift from broadcasting to participation means for brands